Brand Tone

Elegant and Luxurious, Storytelling and Heritage-Rich, Passionate and Artisanal, Warm and Inviting

Brand Values

• •Quality and Excellence
• •Heritage and Tradition
• •Resilience and Perseverance
• •The Art of Gifting and Sharing
• •Innovation

Best Practices

• •Embrace Storytelling: Consistently weave the brand's rich history, Syrian heritage, and journey to Hungary into the narrative. This creates an emotional connection and differentiates the brand.
• •Use Evocative and Sensory Language: Describe the chocolates with words that appeal to taste, smell, and sight, highlighting the quality of ingredients and the artisanal process (e.g., "fragrant Damascene fruits," "hand-painted chocolates," "velvety ganache").
• •Maintain an Elegant and Sophisticated Voice: Use refined language that reflects the luxury positioning of the brand. Avoid overly casual slang or colloquialisms.
• •Emphasize Quality and Craftsmanship: Regularly mention the use of natural ingredients, the handmade nature of the products, and the meticulous attention to detail.
• •Highlight the "Gifting" Aspect: Frame the chocolates as perfect for special occasions and as a way to express care and appreciation, reinforcing the brand's value of sharing joy.

Social Perception

High-End and Prestigious, Authentic and Unique, A Story of Survival and Triumph, Associated with Gifting, Recognized for Taste and Quality

Copy Examples

• •Ghraoui: A Legacy of Chocolate, Reborn. From the ancient heart of Damascus to the vibrant streets of Budapest, Ghraoui continues a two-century tradition of crafting exquisite chocolates. Each piece tells a story of resilience, passion, and the timeless art of confectionery. Taste the heritage.
• •Unwrap an Artisan Tradition. More than just chocolate, Ghraoui is an invitation to experience the sublime. Handmade with the finest natural ingredients and a legacy of Damascene flavour, our creations are a testament to the enduring pursuit of perfection. Discover the art of Ghraoui.
• •The Gift of Ghraoui: Share the Exquisite. For moments that deserve more, choose Ghraoui. Our luxurious chocolates, rich in history and flavour, are crafted to be shared, a token of affection, a celebration of connection. Make your next gift unforgettable.
• •From Damascene Orchards to Your Delight. We meticulously select the world's finest cocoa, fragrant fruits from ancient lands, and premium nuts to create chocolates that are as rich in story as they are in taste. Experience the Ghraoui difference – a symphony of flavour, crafted with passion.
• •Ghraoui: Where Heritage Meets Hungarian Craftsmanship. A journey of flavour that began in 1805. Today, in Budapest, we blend our treasured Syrian recipes with European artisanal excellence to bring you chocolates that are truly unique. Indulge in a taste of history, beautifully reimagined.